Page 20 - Gulf Marketing Review

C C O O V V E E R R S S T T O O R R Y Y

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IT’S CRITICAL TO ANALYSE AND USE
DATA EFFECTIVELY

Amanda Banham Menzies, Head of Marketing and Communications,
Healthpoint, part of the Mubadala Healthcare network

Influencer marketing has been a big trend in As we focus more on the personal and
2017 and will continue to impact marketeers on driving engagement with individual
in 2018, but I think consumers are becoming consumers, in the healthcare sector, patient
a little wary, as some influencer relationships stories will continue to be a critical to that
are clearly very commercial. dialogue and we must be clever and clear Today’s consumer is very savvy and aware.
It’s a fine line that companies need to with all written content that lives online. We can’t patronise people or expect them to
walk – ensuring they use influencers with Written communication can’t be fluffy – it take our marketing messages at face value
impact, who are also credible and resonate has to be concise and relevant. – they can and will do their own research.
with their brand. I think, into 2018, we will see The greatest opportunity for any marketer We have more data than ever before, but
the rise of micro-influencers: less “pay per working in the region is that we have so many it is critical that we analyse and use that data
play” and more focus on brand affinity and more channels for engagement with our target effectively and re-look at how we provide clear
content partnerships. audience than we have had previously. ROI to justify marketing budgets and spend.
It is critical for brands to get personal with Using those channels effectively and There is a clear need for industry agreement
mobile marketing, especially across social making sure we are trusted – no matter how on measurement – we all seem to use so
channels. Snapchat and Instagram’s Instastories or where we advertise or promote and place many different metrics and methods, and I
both provide high impact in this region, where our products and services – is what provides feel we don’t always have a valuable form of
we have a young and connected demographic. the biggest challenge. measuring success across platforms.

20 I GULF MARKETING REVIEW I DECEMBER 2017/FEBRUARY 2018